Bennett - Using Social Media For Emergency Management

15TH ANNUAL FEDERAL EMERGENCY MANAGEMENT HIGHER
EDUCATION CONFERENCE
June 4-7, 2012
USING SOCIAL MEDIA FOR EMERGENCY MANAGEMENT
(1st Round of Wednesday, June 6th Afternoon Breakout Sessions)
Moderators
Claire Rubin
President
Claire B. Rubin & Associates, LLC
Arlington, VA
Kim Stephens
Research Associate
Claire B. Rubin & Associates
Presenters
James Hamilton, AEM
Emergency Preparedness Manager
Cecil County Department of Emergency Services
Wendy Harman
Social Media Director
American Red Cross
Shane Adamski
Senior Manager of Digital engagement
Federal Emergency Management Agency
Christine Thompson
President
Humanity Road, Inc.
USING SOCIAL MEDIA FOR EMERGENCY MANAGEMENT
Prepared By:
DeeDee Bennett
Deedee.bennett@okstate.edu
Ph.D. Student
Oklahoma State University
This panel session was tweeted with the hash tag #femahighered.
Introduction to the panel (Claire Rubin Moderator)
Some of us who have gray hair are still interested in new technologies. “You can teach an old
dog new tricks.” The panel was moderated by both Claire Rubin and Kim Stephens. Both have
websites that deal with social media and phases of disasters.
- Recoverydiva.com (Claire Rubin)
o Interests people in aspects of long term disaster recovery
o Used as a resource for students
o Over half of readers are outside of US
- www.idisaster.wordpress.com (Kim Stephens)
o information on social media
o used as a resource for students
Social media are increasing in use for distance education and to share digital resources,
especially internationally. In her (Claire Stephens) work, collaborating with a team in NZ which
have been assessing the response to the Church Christ Earthquake - using social media has made
it easier to collaborate. Large disasters appear to drive innovation, i.e. Haiti Earthquake.
Kim Stephens found the Deaf Community uses social media a lot. But also noted that, disaster
lingo doesn’t always translate the same in ASL (example ‘take cover’ or ‘low lying area’).
Additionally, it is not too difficult to incorporate use of social media into your organizational
plan, policies and procedures. A PIO can push information before, during and after information.
In research many have not spoken about polling information. However in her (Kim Stephens)
research they are finding is that we are not yet reading to listen to what the public has to say.
To the panelists they were asked address the following with regards to using social
media:
1. What info are you looking for?
2. Where does the information go in your organization?
3. How is the information acted upon once you find it?
4. What tools do you use to collect the information?
James Hamilton, Emergency Manager from Hartford County Maryland (@Disaster_Guy)
Background: The County is near Delaware with a fairly small population, semi-urban area close
to Wilmington, Delaware on the way to Philadelphia, Pennsylvania. He also notes that their
location is in an underserved media market.
When dealing with an event Hartford County uses a number of digital tools. However, they use
Twitter actively. For data monitoring, they also use trendsmap.com.
Hartford County follows Twitter and found it can give information faster than traditional
methods. They are able to save time to set up resources in preparation and immediately deploy
when followed by traditional methods. When asked “How do we know SM data is valid?”
Hamilton has found that “multiple people saying the same thing gives you a hint to validity;
along with photographs validating what they say.”
Even though the biggest interaction is on their Facebook site, Hamilton notes that Twitter is a
niche market for this area. During Irene, information received (via Twitter) about roads blocked
by trees or flooded streets, decreased the number of calls through the 911 call center. It usually
takes nearly 1 min to gather information from 911. However, it took 5 seconds to gather on
Twitter and only 20 seconds to explain to the appropriate department within the operation center.
Processing information from Twitter is faster than taking phone calls.
Countering misinformation on Twitter had an exponential impact due to the number of retweets
(shared with friends). Using Twitter Hartford County was able to control any rumor and provide
accurate information.
Wendy Harman American Red Cross Social Media Director (for 5 yrs) (@wharman)
The American Red Cross started officially using social media after Hurricane Katrina. Harman
was hired (and the created position) to combat the evil comments posted on social media about
American Red Cross. However, the use of social media has evolved far beyond that now.
Currently the American Red Cross has three-person team to monitor and post on Twitter. This
team reads everything mentioned.
There was a shift in how social media was used an perceived after the Haiti Earthquake. Victims
used twitter and Facebook to connect to Red Cross during the Haiti Earthquake. The victims
asked for help to get out of the rubble. It took Harman by surprise.
For the last two years the American Red Cross has been working hard to connect many of the
departments to social media. They conducted a survey in 2010i. The found that even though
many emergency managers had zero capacity to get on social media, people expected their
tweets, posts to be monitored.
The American Red Cross uses Radian 6ii software. This software creates a digital operations
center, which allows them to visualize their commitment to social media. However is can be
quite expensive. The software pulls 2 million mentions a month and visualizes what is happening
on social media with regards to the Red Cross. Due to this software a new role can be introduced
at the Red Cross – the digital volunteer. These volunteers can help to scale up communications
during major disasters through this tool, in 4-hour shifts. There will be appropriate training for
them as well as pre-screened key words.
Shane Adamski Senior Manager of Digital Engagement at FEMA (@shaneadamski)
Adamski’s role reaches all digital engagement at FEMA including websites, social networking,
text messaging, social media, and mobile applications. Even though his official title is senior
manager of digital engagement, Adamski assures us that Craig Fugate (@Craigatfema) posts his
own tweets. At FEMA, they look at information from social media just like they do information
from any other piece of data, email, phone call, websites, etc.
Adamski stated “at the end of the day we don’t treat SM different than any other info.” It is
routed the same way regardless of the source. Looking at the larger picture, nothing is
determined on one single source. Think about how you are making your decisions and then make
them the same way. Social media for emergency management shouldn’t necessarily change how
you do business; but it will change it a little bit. When you get multiple calls about an emergency
you tend to believe it, similar to multiple tweets. “It shouldn’t freak you out, just because it’s
new,” Adamski says. Additionally, using social media doesn’t change the role of FEMA. The
agency is still not comprised of first responders. Even if something is routed to them online,
FEMA does not cut their internal chains of communication. Adamski explains, “We don’t have
fire trucks… it doesn’t change our responsibilities, but it does change expectation levels
sometimes.” FEMA will never post “tell us when you are in an emergency.”
FEMA uses the free tool, Tweetgrid, to monitor social media.iii You don’t need to have an
account to follow on Tweetgrid. It allows one to monitor trends and topics on twitter without
having to set up another account. To set up an account often means going through the legal
department and senior management. This can be avoided with tweet grid. Twitter conducted a
study and found that people use the tool just to listen. FEMA doesn’t officially endorse any
products.
Look at the tools your community uses. When you look you may find Twitter isn’t the major
social networking site. But perhaps another one is. There are hundreds of social media sites out
there. Maybe Twitter or Facebook doesn’t work for your community.
Christine Thompson Communications Expert of Catastrophic Disaster Response and
President at Humanity Road ( humanityroad.org) (@redcrossmom)
Humanity Road, Inc. is a 501(c)(3) nonprofit organization dedicated to educating the public with
critical recovery information before, during and after a catastrophic disaster. They tests tools,
techniques and applications for organization. Founded in 2010 they started with a budget of
$3000. In 2011 their budget was $15000. Humanity Road is a global organization and a member
of the Virginia Voluntary Organizations Active in Disaster.
This organization has monitored over 200 events since 2010. Often partnering with a
organization on the ground during the event. They train volunteers on structured techniques on
data mining. During the Alabama Tornadoes, Humanity Road used a crisis map and data mined
the social media interactions. Disasters are local, during events they identify local people to pick
up social media monitoring.
Suggestions to incorporate this new form of communication your curriculum:
o Use the digital journalism and connect with emergency management classes
o Make sure the emergency management class contains some portion of the who,
what, where, and why of social media and using internet based tools.
Questions and Answer Session
Question: Do you find that you are lacking in resources or the amount of technical
resources to process the information that you receive?
Hamilton: Resources are critical for us, we are small. 2 people run the EOC. I plan for
when I can’t upload to social media. We are thinking of using volunteers to upload.
During Irene when I took a nap, social media wasn’t covered for those hours.
o Lesson learned in a disaster, need extra resources to cover the first 24 hour period
(on social media)
o If you need a nap during a disaster and you’re the only social media
representative, then post that you won’t be there for a few hours. Be honest,
public response values honesty.
Question: Radian 6 is it a commercial product
Harman: There are 4 instances of it in the world (Clemson, Dell, Gatorade, Red Cross)
Now they’re making it into a software product.
Question to James Hamilton: What is your budget for Social Media.
Hamilton: My budget for social media is zero. There are Free tools that emergency
managers can use for social media (95% of the social media community may not be able
afford a tool like radian 6)
Last Remarks:
Hamilton:
- Keep in mind social media is just a tool for communications. Focus on how we
communicate not the tool.
- Need to learn to create succinct messages. This will make us better crisis communicators.
Harman:
- Need to figure out what on social media is actionable for emergency management
- The mission is to listen.
Adamski:
- In addition to asking people to have a preparedness kit we need to ask people to use text
or data for social connections
- Social media is just one tool of many
- Content is key
Thompson:
- Google translation can be used to translate messages across multiple languages
i
http://www.redcross.org/www-files/Documents/pdf/SocialMediainDisasters.pdf
ii
http://www.radian6.com/
iii
http://www.tweetgrid.com